Shock advertising is undeniably a controversial issue in the world of mass media today. Benetton’s ads are a good example of shock advertising. Their intentionally scandalous ads are made to stir a strong reaction in its audience, thus leading to publicity and increasing sales. However, the important question to consider is whether shock advertising is used for a good cause, or if they are used to simply increase profit.
Benetton’s creative director, Toscani, states that they use controversial images in their ads to increase awareness of current pressing issues. For example, one of their most popular advertisements is the photograph of David Kirby, a man with AIDS, lying on his deathbed as his family grieves for him. Benetton claims that they used this photograph to raise AIDS awareness around the world. Although the ad did possibly play a role in this, Benetton did not use this image for only altruistic purposes. For example, if they were trying to increase awareness, why did they not include a phone number or website about the issue of AIDS in the ad? Instead, they included an 800 number for customers who wanted to request their catalog. They did not provide any information about the issue as well, like who David Kirby was, his contributions to raising AIDS awareness, the dangers of the disease, and so on. If they were truly dedicated to promoting the cause, perhaps they also could have placed information booths regarding AIDS in their stores. Likewise, Benetton’s ad portraying the bloody uniform of a soldier killed in the Bosnian war offers no information about the war itself. Ultimately Benetton’s focus was not on raising awareness of AIDS or war, but awareness of their brand – to obtain publicity, recognition and thus purchases their products.
Moreover, Benetton’s advertisements mock the values and beliefs of many people in order to simply stir up controversy. For example, their advertisement portraying a priest kissing a nun romantically enraged the Catholic community. Toscani states that Benetton wants to “spark commentary on serious issues.” At the time and even currently, there is no issue on the disloyalty of nuns to their religious commitment. Benetton simply wanted to focus attention on their company.
Thus, while Benneton’s use of shock advertising may be financially beneficial for the company, its influences on society are certainly more questionable. Although they claim to be raising awareness of important issues, their actions do not reflect their commitment to this cause, as reflected in their lack of information provided regarding AIDS and the Bosnian war. Moreover, Benetton uses images that do not portray any “real” issues and unnecessarily challenge people’s values. Ultimately, Benetton’s use of shock advertising is selfish - their priority is to simply add the number of zeros in their bank account.
Benetton’s creative director, Toscani, states that they use controversial images in their ads to increase awareness of current pressing issues. For example, one of their most popular advertisements is the photograph of David Kirby, a man with AIDS, lying on his deathbed as his family grieves for him. Benetton claims that they used this photograph to raise AIDS awareness around the world. Although the ad did possibly play a role in this, Benetton did not use this image for only altruistic purposes. For example, if they were trying to increase awareness, why did they not include a phone number or website about the issue of AIDS in the ad? Instead, they included an 800 number for customers who wanted to request their catalog. They did not provide any information about the issue as well, like who David Kirby was, his contributions to raising AIDS awareness, the dangers of the disease, and so on. If they were truly dedicated to promoting the cause, perhaps they also could have placed information booths regarding AIDS in their stores. Likewise, Benetton’s ad portraying the bloody uniform of a soldier killed in the Bosnian war offers no information about the war itself. Ultimately Benetton’s focus was not on raising awareness of AIDS or war, but awareness of their brand – to obtain publicity, recognition and thus purchases their products.
Moreover, Benetton’s advertisements mock the values and beliefs of many people in order to simply stir up controversy. For example, their advertisement portraying a priest kissing a nun romantically enraged the Catholic community. Toscani states that Benetton wants to “spark commentary on serious issues.” At the time and even currently, there is no issue on the disloyalty of nuns to their religious commitment. Benetton simply wanted to focus attention on their company.
Thus, while Benneton’s use of shock advertising may be financially beneficial for the company, its influences on society are certainly more questionable. Although they claim to be raising awareness of important issues, their actions do not reflect their commitment to this cause, as reflected in their lack of information provided regarding AIDS and the Bosnian war. Moreover, Benetton uses images that do not portray any “real” issues and unnecessarily challenge people’s values. Ultimately, Benetton’s use of shock advertising is selfish - their priority is to simply add the number of zeros in their bank account.
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